consumer demand india

8/12/2019 Consumer Demand INDIA

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Understanding the Indian consumer May 2014

Understanding the Indian consumer

Respondent Profile

Male

Female

Under 24 years

25- 34 years

35- 44 years

45- 54 years

55- 64 years

65+ years

12%

52%

29%

5%

2%

0%

Delhi

Mumbai

Other

55%

45%

0%

67%

33%

Gender Age Place of Residence

Under Rs. 5,99,999

Rs. 6,00,000 to Rs. 9,99,999

10,00,000 to Rs. 13,99,999

14,00,000 to Rs. 21,99,999

22,00,000 to Rs. 29,99,999

30,00,000 to Rs. 41,99,999

Over Rs. 42,00,000

Don’t know / not say

Partner and children

Parents

Partner

Housemates

Alone

Single parent

Relatives/ family members

Other living situation

Work full time

Work part time

Home duties

Looking for work

Full time student

Retired

Other

Manager

Professional

Self-employed/ Entreprenuer

Labourer / tradesperson

Clerical & Admin Worker

Other

Sales Worker

Community Worker

Farmer

Income Living Situation Employment Status Occupation

16%

20%

13%

14%

12%

13%

8%

3%

47%

27%.

15%

4%

4%

2%

1%

0%

84%

6%

2%

2%

2%

2%

1%

48%

39%

6%

3%

2%

1%

1%

0%

Most important factors when selecting a holiday destination (Top 5)

20%

20%

20%

17%

17%

15%

15%

13%

12%

12%

33%

33%

31%

31%

28%28%

27%

24%

23%

22%

21%

21%

Respondents were asked what they look for when choosing any holiday destination.

A safe and secure destination

World class beauty and natural environments

A destination that offers value for money

Good food, wine, local cuisine and produce

Interesting attractions to visitA family friendly destination

Romantic destination

Clean cities, good road infrastructure with clear signposts

Great shopping/ world class brand names

Rich history and heritage

Exciting events, local festivals and celebrations

Friendly and open citizens, local hospitality

Ease of obtaining visa

Spectacular coastal scenery

A destination that offers the best inluxury accommodation and facilities

Vibrant city lifestyle

Different and interesting local wildlife

A range of quality accommodation options

Flights with no stop-overs

Great swimming beaches

Indigenous experiences

Native or cultural heritage or activities

A major tourism research project into how international consumers view Australia and the factors most likely to motivate them to visit the country

has been undertaken by Tourism Australia. The scale and depth of the research is unprecedented and provides unique insights into consumer demandin 15 of Australia’s most important inbound markets. Insights from the work will contribute towards the industry achieving its Tourism 2020 goal – toincrease annual overnight tourism spending to between A$115bn and A$140bn by the end of the decade. The research will be used to help shape the future marketing of Australia and identify opportunities to make the country’s tourism offering moreattractive to overseas visitors.

Sample size n=860

Read as: 33% of respondents rate ‘a safe and secure destination’ as among the top 5 mostimportant factors when choosing a holiday destination.




Safety and security

Respondents were asked what constitutesa ‘safe and secure destination’.

United States

Switzerland

Canada

Australia

Germany

France

Mauritius

United Kingdom

Italy

New Zealand

44%

44%

40%

40%

39%

35%

33%

32%

30%

29%

77%

50%

43%

43%

38%

38%

36%

34%

34%

30%

45%

45%

38%

38%

35%

34%

32%

31%

31%

28%

Switzerland

United States

Canada

Germany

Mauritius

France

United Kingdom

Australia

Italy

New Zealand

Australia

Canada

United States

Germany

France

Switzerland

Japan

New Zealand

United Kingdom

Brazil

Read as: 77% of those that have previously visited Australia had associated Australia with ‘a safe and secure destination’.

All respondentsRespondents who havevisited Australia

Respondents who have notvisited Australia

Elements of a ‘safe and secure’ destination

Respondents who indicated Australia wasnot ‘safe and secure’ were asked why not.

31%

21%

15%

11%

9%

9%

4%

55%

39%

29%

27%

24%

4%

A low chance of terrorism

A low chance of being robbed or assaulted

Law enforcement system with integrity thatcan be trusted

A low chance of health risk

A destination whose people have similarbeliefs to mine

Lack of bad reports about the treatment offellow travellers

None of the above

Bad reports about the treatment offellow travellers

A high chance of being robbed orassaulted

A high chance of terrorism

Law enforcement system withoutintegrity that cannot be trusted

A destination whose people havedifferent beliefs to mine

Other

World class beauty and natural environments

Switzerland

Australia

Mauritius

Hawaii

Canada

France

Italy

Germany

South Africa

Brazil

44%

40%

40%

37%

34%

34%

34%

30%

29%

28%

70%

46%

43%

38%

38%

38%

36%

36%

36%

34%

43%

41%

38%

34%

33%

33%

33%

29%

28%

27%

Switzerland

Mauritius

Hawaii

France

Australia

Italy

Canada

South Africa

Germany

Brazil

Australia

Switzerland

Canada

Germany

Italy

Mauritius

Brazil

France

United Kingdom

Hawaii

Read as: 70% of those that have previously visited Australia had associate Australia with ‘world class beauty and natural environments’.



Respondents were asked what constitutes‘World class beauty and natural environments’.

Elements of ‘world class beauty and natural environments’

Respondents were asked what are themost important types ‘world class beautyand natural environments’.

34%

27%

24%

15%

0%

24%

20%

15%

15%

15%

10%

1%

Engaging with nature first hand, for example

by hiking, bike riding or scuba diving

Remarkable scenery to soak up and enjoy

Visiting sites of historical, cultural

or religious significance

World Heritage status areas

None of the above

Tropical islands and beachesenvironments

Natural developed coastal environments

Historical / cultural / religiousenvironments

Wilderness / mountain environments

Natural remote coastal environments

Wide open inland / outbackenvironments

None of the above

How does Australia Rank?

Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess

of 50 international destinations.




Value for money

Australia

Canada

Mauritius

Hong Kong

Switzerland

Italy

Brazil

United States

France

Germany

33%

30%

29%

27%

26%

24%

23%

22%

22%

21%

58%

42%

37%

33%

32%

32%

32%

30%

28%

27%

29%

27%

26%

26%

24%

22%

21%

21%

19%

18%

Mauritius

Canada

Australia

Hong Kong

Switzerland

Italy

France

Brazil

Germany

Hawaii

Australia

Canada

United States

Switzerland

Brazil

Hong Kong

Mauritius

Italy

South Africa

Japan

Elements of ‘value for money’

Respondents were asked what constitutes ‘value for money’when choosing a holiday destination.

Respondents who indicated Australia was not ‘value formoney’ were asked why not.

35%

23%

14%

14%

12%

1%

61%

52%

48%

25%

19%

1%

The best experiences I can affordwithin my budget

Unique / world’s best experiences thatcannot be had anywhere else

Low cost of living expenses (food,

accommodation, etc.) in the country or region

Low cost of travelling around thecountry or region

Inexpensive airfares to the country or region

None of the above

High cost of living expenses (food,accommodation, etc.)

Expensive airfares

High cost of travelling around

Experiences that are not unique andcan be had elsewhere

Not the best experiences I can affordwithin my budget

Other

All respondents Respondents who havevisited Australia


Read as: 58% of respondents who have visited Australia previously associated Australia with ‘value for money’.

Romantic destination

Switzerland

Mauritius

France

Australia

Hawaii

Italy

Canada

United States(excluding Hawaii)

Germany

Brazil

49%

41%

34%

31%

31%

24%

24%

22%

21%

20%

56%

51%

49%

49%

35%

35%

35%

35%

33%

33%

48%

42%

31%

30%

26%

22%

20%

19%

18%

18%

Switzerland

Mauritius

France

Hawaii

Australia

Italy


Brazil

Canada

Mexico

Australia

Switzerland

Canada

France

Hawaii

Germany

Greece

Mauritius

Italy

UK



Read as: 56% of respondents who have visited Australia previously associated Australia with a ‘romantic destination’.


Italy

Germany

France


Greece

UK

Mauritius

Brazil

China

South Africa

Australia

34%

31%

30%

28%

28%

26%

25%

25%

24%

24%

23%11th 17th

61%

39%

39%

36%

36%

32%

32%

32%

32%

32%

35%

30%

28%

28%

27%

27%

25%

23%

23%

22%

17%

Italy

Germany

France

Greece


UK

China

Brazil

Mauritius

Switzerland

Australia

Australia

France

Mauritius

Germany

South Africa

Brazil

Canada


Japan

Italy



Read as: 61% of respondents who have visited Australia previously associated Australia with ‘rich history and heritage’.




Good food, wine, local cuisine and produce

France

Italy

Australia

Germany

Canada

Mauritius

United States

Mexico

Hong Kong

Switzerland

38%

38%

35%

33%

32%

30%

29%

28%

28%

27%

63%

53%

49%

47%

43%

39%

39%

37%

37%

35%

36%

36%

30%

28%

28%

28%

27%

26%

25%

25%

France

Italy

Germany

Australia

Mauritius

Canada

United States

Mexico

Hong Kong

Switzerland

Australia

Canada

France

Italy

Germany

Hong Kong

Mauritius

Greece

Switzerland

United States

Elements of ‘good, wine, local cuisine and produce’

Respondents were asked what constitutes ‘good food, wine,local cuisine and produce’ when choosing a

holiday destination.

Respondents were asked what are the most importanttypes ‘good food, wine, local cuisine and produce’.

21%

20%

18%

17%

13%

10%

2%

22%

19%

16%

14%

14%

10%

4%

Interesting and exciting street-food

Fresh local produce grown or raised

in pristine natural environments

A heritage of food and wine culture

A national style of cooking I like

Award winning fine dining restaurants

Vineyards with great food offerings

None of the above

Natural fruit and vegetables

A range of multicultural food options

Fresh seafood

Award winning wineries

High grade meat and livestock

Renowned cheese and dairy

None of the above



Read as: 63% of those that have previously visited Australia had associated Australia with ‘good food, wine, local cuisine and produce’.

How is Australian food and wine currently viewed by Indian consumers?

Spectacular outdoor dining

Fresh local produce grown or raised

in pristine natural environments

Fish and chips on the beach

Fresh seafood

A heritage of food and wine culture

Multicultural food

Backyard BBQs

High grade meat and live stock

Unique culinary experiences

Stunning food and wine trails

Fine dining restaurants

Wineries with great food

Meat pie with sauce

Outback Steakhouses

Food and wine events and local festivals

None of the above

Respondents were asked which factors they currently associate with the Australian food and wine offering.

37%

35%

33%

32%

29%

26%

26%

26%

25%

23%

23%

21%

20%

20%

17%

7%

Read as: 37% of respondents associated Australian food and wine with ‘spectacular outdoor dining’.




Exciting events, local festivals and celebrations

Brazil

Mauritius

Canada

Australia

France

Italy

Germany

Hawaii

Hong Kong

Switzerland

41%

33%

32%

32%

32%

31%

31%

27%

25%

24.%

64%

53%

47%

44%

44%

42%

42%

36%

33%

33%

41%

31%

29%

27%

27%

27%

26%

25%

24%

23%

Brazil

Mauritius

Canada

Germany

Italy

France

Switzerland

Hawaii

Australia

Hong Kong

Australia

France

Italy

Canada

Germany

Brazil

Mauritius

United States

Hawaii

Hong Kong

Respondents were asked what constitutes ‘excitingevents, local festivals and celebrations’ when choosinga holiday destination.

19%

14%

13%

13%

10%

9%

8%

8%

5%

2%

Natural and wildlife events

Music festivals

Cultural celebrations

Family events

Arts and entertainment events

Sporting events

Food and Wine festivals

Local/ regional events

Religious events

None of the above



Elements of ‘exciting events, local festivals and celebrations’

Read as: 64% of respondents who have visited Australia previously associated Australia with ‘exciting events, local festivals and celebrations’.

Reads as: 72% of Indians respondents indicated they always time their holiday andplaces visited with an event or festival of interest.

Friendly and open citizens, local hospitality

Canada


Mauritius

Australia

Germany

Switzerland

France

Italy

Hong Kong

UK

35%

35%

35%

33%

32%

29%

29%

27%

23%

20%

56%

41%

38%

38%

34%

34%

31%

28%

28%

25%

35%

35%

34%

32%

30%

29%

29%

26%

22%

21%

Canada


Mauritius

Germany

Australia

France

Switzerland

Italy

Hong Kong

UK

Australia

Mauritius

Canada

United States(excludingHawaii)

New Zealand

Germany

Italy

Japan

Switzerland

Hong Kong



Read as: 56% of respondents who have visited Australia previously associated Australia with ‘friendly open citizens, and local hospitality’.

Average Average

China

Indonesia

India

South Korea

Brazil

Malaysia

Japan

Russia

USA

Singapore

Italy

France

Germany

United Kingdom

New Zealand

AgreeDisagree

51%

81%

78%

72%

67%

66%

63%

58%

49%

46%

40%

37%

27%

25%

24%

23%

-18%

-1%

-6%

-10%

-9%

-8%

-10%

-9%

-16%

-19%

-20%

-16%

-30%

-39%

-36%

-40%




Respondents were asked which destinations they would most like to visit in the next four years (aspiration), and which destinations theyare actively planning to visit in the next two years (intention).

Australia

Mauritius

Switzerland

Canada

France

Italy

Germany


Hong Kong

New Zealand

40%

36%

35%

31%

29%

29%

27%

25%

22%

22%

31%

29%

27%

26%

23%

21%

20%

17%

17%

17%

725

351

343

269

251

218

210

200

172

162

159

Australia

Switzerland

Mauritius

Canada

France

Germany

Italy


Hong Kong

United Kingdom

United States(including Hawaii)

France

United Kingdom

Hong Kong

Italy

Switzerland

Eastern Europe

China

Germany

Macau

Australia

Aspiration

Which of the following destinations are you

considering travelling to in the next 4 years?

Intention

Which of the following destinations are you actively

planning to visit for a holiday in the next 2 years?

Visitation

000’s of trips in 2012 (TE)

Visitation rankings derived from Tourism Economics

Read as: 40% of Indian consumers are considering travel to Australia in the next 4 years, with 31% intending to visit. Australia is ranked 11thfor visitation against other long haul destinations for outbound travel from India.Note: Hawaii is included in US for visitation figures as cannot be separated.Charts only display the top 10 destinations across aspiration, intention and visitation.

Key:

•Eastern Europe (e.g. Poland, Hungary, Czech Republic, Croatia, Slovenia)•United Kingdom (e.g. England, Scotland, Wales, Ireland)

•China (excl. Hong Kong)

Strengths for Australia: Clean cities/good road infrastructure, interesting attractions to visit and world class beautyand natural environments.Opportunities for Australia: Exciting events, great shopping, good food, wine, local cuisine and produce, safety and security,

value for money, family friendly, romantic destination, great shopping, rich history and heritage.

11th

80

70

60

50

40

30

20

10

0

22 21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1

Ease ofobtaining

visa

Great shoppingRomantic destination

The best in luxuryaccommodation

and facilitiesDifferent andinteresting

local wildlife

Indigenousexperiences

Vibrantcity

Clean cities / good roadinfrastructure

Qualityaccommodation

Exciting events

Flights with nostop-overs

Native orculturalheritage

or activitiesSpectacular

coastalscenery

Greatswimming

beaches

Friendly andopen citizens

Family friendly

World class beautyand natural

environments

Safeand

secure

Good food, wine,local cuisine and produce


Value formoney

Interestingattractions

to visit

A s s o c i a t i o n s w i t h A u s t r a l i a

importance when selecting a holiday destination

S t r e n g t h

W e a k

Low High

Strengths for Australia

Opportunities for Australia

Aspiration and Intention to visit

This chart shows the importance of each factor when selecting a holiday destination and the extent to which Australia is associatedwith each of these factors. The horizontal axis indicates the importance level, with low importance on the left side of the chart to highimportance on the right. The vertical axis indicates the extent to which Australia is associated with each of these factors, with weakassociations at the bottom to strong associations at the top.

The factors placed in the top right quadrant are considered the strengths for Australia as a destination, given the high importance indestination choice and the strong association with Australia as a holiday destination.The factors placed in the bottom right quadrant are considered the opportunities for Australia as a destination, given the high importancein destination choice but ‘currently’ weak association with Australia as a holiday destination.

Associations with Australia vs. importance when selecting a holiday destination




Australia

Russia

France

Switzerland

Italy

New Zealand

USA

Mauritius

UK

Spain

36%

23%

23%

22%

20%

19%

19%

18%

17%

17%

68%

54%

52%

50%

47%

46%

43%

43%

42%

41%

Switzerland

Australia

Hong Kong

France

USA

Macau

UK

Hawaii

New Zealand

UAE

Trip expectation – Top 10

Based on their last trip, respondents were asked whattheir expectations were before they visited.

Based on their last trip, respondents were asked howsatisfied they were with their holiday experience.

Trip satisfaction – Top 10

Read as: 36% of respondents had high trip

expectations of Australia.

Read as: 54% of respondents who recently visited

Australia were highly satisfied with their trip.

Respondents were asked if they had specific obstacles preventing planning a holiday in Australia.

42%

38%

33%

27%

24%

22%

21%

18%

17%

15%

15%

13%

12%

11%

9%

4%

2%

Expensive airfares

High cost of living expenses

High cost of travelling around

I don’t know enough about what to do there

A high chance of being robbed or assaulted

Flight is too long

Difficult to obtain visas

Bad reports about the treatment of fellow travellers

Not the best experiences I can afford

Experiences not unique / can be had anywhere

Law enforcement without integrity / trust

I don’t know anyone who lives there

A destination whose people have different beliefs

A high chance of terrorism

I don’t know how to travel in/ around Australia

Told of a bad experience by someone I know

Other

Read as: 42% of respondents indicated ‘expensive airfares’ was a key obstacle for not planning a holiday to Australia.

Destination expectations and satisfaction

Obstacles preventing consumers from planning a holiday to Australia




Consumer passions and interest segmentation

Nature Activities (48%)Bird watching, campervan-ing, camping, gardening, observing wildlife,natural wonders, tramping and walking.

Food and Wine (30%)Trying new / different foods, cooking / learning to cookand wine tasting.

Art Appreciation and History (36%)Admiring architecture / design, art appreciation, museumsand history.

Aquatic Activities (30%)Diving, fishing, sailing, snorkelling / scuba diving, surfing / paddle boardingand swimming.

Concerts and Festivals (18%)

Attending concerts / shows, attending music festivals.

Sports (40%)Cricket, golf, gym / fitness, horse racing, motor racing, netball, rugby,running, soccer and tennis.

Adventure Activities (27%)Four wheel driving, horse riding, hunting, kayaking, mountain biking, roadcycling and skiing.

Art Participation (29%)Drawing / illustration, painting, sculpture / pottery and writing,dancing and singing.

Single Activity Segments Experiencing foreign culture (20%) / Shopping (36%) / Photography (35%)

Self Drive (8%) / Gambling (5%).

Respondents were provided with a list of 52 individual passions points (i.e. hobbies) and asked to indicate which ones were of interest.Respondents were then asked to indicate which of these passions they would travel overseas to specifically follow or participate in.After a thorough segmentation each individual passion was grouped into segments of which consumers would travel overseas to follow or participate in.

Read as: 48% of consumers suggested they would travel overseas to follow or participate in a‘nature’ based passion or area of interest.

48%

40%

36%

36%

35%

30%

30%

29%

27%

20%

18%

8%

5%

Nature

Sport

Arts and History

Shopping

Photography

Food and Wine

Aquatic activities

Art Participation

Adventure activities

Foreign Culture

Music and festivals

Self Drive

Gambling




Online flights booking site

Brochures

Travel agent

Airline

Friends and relatives wholive or have been to Australia

Tour Operator

General internet search

Online hotel booking site

Online travel reviews

Advertised deal

Accommodation/activity provider website

Movies / books

Been there before

Any other travel website

Travel or guide books

Social network sites

TV/newspapers/magazine advertisments

TV show/paper/magazine articles

Government Tourism Authority

Celebrity endorsement

Didn’t obtain information

Online sources (all options)




Travel agent


Been there beforeGovernment Tourism Authority

Movies / books


Brochures



Advertised deal

Tour Operator

Airline









Travel agent


Brochures



Airline


Tour Operator


Government Tourism Authority



Movies / books

Been there before



Advertised deal





35%

28%

28%

28%

27%

24%

24%

23%

21%

19%

19%

17%

16%

15%

14%

14%

13%

13%

11%

9%

0.0

72%

28%

27%

26%

26%

22%

21%21%

20%

19%

17%

17%

17%

16%

16%

16%

15%

15%

15%

14%

12%

0.0

64%

31%

29%

26%

24%

23%

22%

22%

22%

21%

20%

19%

17%

15%

14%

14%

14%

13%

12%

12%

12%1%

70%

Read as: 35% of respondents indicated online flights booking sitewere important during early stages of planning a holiday.

Read as: 28% of respondents indicated general net search as apreferred source when planning a holiday to Australia.

Read as: 31% of respondents indicated general net search as a preferred source when booking a holiday to Australia.

Respondents were asked to indicate their preferred sources when lookingfor inspiration and influence in selecting a holiday destination.

Respondents were asked to indicate their preferred sourceswhen planning a holiday to Australia.

Respondents were asked to indicate their preferred sourceswhen booking a holiday to Australia.

Inspiration Planning

Booking

Preferred sources when planning and booking a holiday to Australia

The Consumer Demand Project (CDP) is a major international tourism research project into how global consumers view Australia and what mostmotivates them to visit, identifying the ‘triggers’ and experiences important to the consumer when selecting a holiday destination. The research

project was carried out by BDA Marketing Planning, a consultancy who specialise in international demand side strategy development and consumerresearch. BDA Marketing Planning was originally employed by Tourism Australia in 2010 to work on a major strategic project which was the forerunnerto the industry’s Tourism 2020 strategy. The aim of this follow-up consumer research project was to help determine the strategic priorities to achievethe Tourism 2020 goal, by providing a comprehensive assessment of Australia’s current destination appeal and the future tourism potential of keyAustralian holiday options. The research was carried out in fifteen of Australia’s key tourism markets: China, Germany, India, Indonesia, Japan, Malaysia,New Zealand, Singapore, South Korea, Brazil, Russia, Italy, France, UK and USA.

About the research

consumer demand india

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